Marketing for Therapists: Ethical Strategies to Attract Clients
Let’s be honest—most of us didn’t go into therapy because we were excited about marketing. I know I didn’t! When I first started my practice, the thought of “selling myself” made me cringe. Maybe you feel the same way?
I’ve talked to hundreds of therapists who feel weird about marketing. “I want to help people, not convince them to hire me,” they say. I get it. Completely.
But here’s what changed my perspective: Marketing isn’t selling—it’s simply making yourself visible to the people who are already looking for you.
Think about it. Right now, someone in your community is struggling. They’re searching for support, maybe even desperately. If they can’t find you, you can’t help them.
Creating a Website That Feels Like You
Your website is basically your digital office. When potential clients visit, they should get a sense of what it would feel like to work with you.
A colleague of mine put it perfectly: “My website isn’t perfect, but it’s authentic—and clients tell me all the time that they chose me because my site made them feel comfortable before we even met.”
What should your website include? The essentials:
A warm, genuine description of how you work
Clear information about your specialties (because you can’t help everyone!)
A bit about your approach that gives people a feel for your style
Simple ways to contact you (please test these links—nothing worse than a broken contact form!)
Professional credentials that build trust
Pro tip: Ask a few current clients what made them choose you. Their answers might surprise you and give you insights into what to highlight. This is one of the core principles of marketing for therapists—creating materials that resonate with the people you are best equipped to help.
SEO Without the Techno-Babble
I used to think SEO was some mysterious technical wizardry. It’s not. It’s really about answering the questions your ideal clients are asking Google.
When someone types “anxiety therapist in Portland who works with teens,” will they find you? If not, you’re missing out on connecting with people who need exactly what you offer.
Try this: Imagine you’re a potential client. What would you search for? Those are your keywords. Weave them naturally into your website content.
One therapist I know specializes in pregnancy loss. She wrote a heartfelt blog post about supporting women through miscarriage. That single post connects her with grieving mothers every month—not because she’s a marketing genius, but because she wrote about something she deeply understands.
SEO in a nutshell? You want to make sure that when someone searches for a “therapist near me” or “[your specialty] therapist in [your city],” your website shows up.
Good marketing for therapists isn’t about being flashy—it’s about being findable and relevant. Key SEO practices include:
Local SEO — Optimize for location-based searches.
On-page SEO — Use keywords naturally in titles, headings, and content without keyword stuffing.
Blogging — Write blog posts on topics your ideal clients are searching for, while maintaining client confidentiality and professional boundaries.
Google Business Profile — Set up your profile, then optimize it to increase local visibility.
Content That Connects (Without Crossing Lines)
Creating content isn’t about showing how smart you are. It’s about being helpful.
My most successful blog posts aren’t the ones where I explained complex psychological theories. They are the ones that address real, everyday problems in a human way.
Some content ideas that have worked for therapists I know:
Answering common questions you hear in sessions (while maintaining confidentiality, of course)
Sharing gentle self-care practices for specific struggles
Explaining therapy concepts in everyday language
Reflecting on seasonal challenges (holiday stress, winter blues)
Remember—you’re not trying to therapy-fy the internet. You’re just offering helpful insights that might make someone think, “This person gets it.” This is the heart of marketing for therapists: creating genuine content that builds trust and rapport before a single session is ever booked.
The Power of Real Relationships
Online marketing matters, but let’s not forget the original social network: actual humans talking to each other.
The majority of my referrals still come from relationships I’ve built over coffee, at community events, or through genuine collaboration with other professionals who serve similar clients.
Don’t underestimate the power of simply being visible in your community. Volunteer. Speak at local events. Join interdisciplinary groups. Not as marketing tactics, but as ways to be of service that also happen to put you in contact with people who might need your support.
Paid Advertising That Doesn’t Feel Gross
If you decide to try paid advertising, think of it as putting up a signpost, not a billboard with flashing lights.
I’ve found that simple, straightforward ads work best. “Anxiety therapy for teens in Portland. Accepting new clients.” No gimmicks, no false promises.
Directories like Psychology Today and TherapyDen are worth considering—many clients use them as starting points. Just make sure your profile truly reflects who you are and how you work.
Final Thoughts: Marketing as an Extension of Your Care
Here’s what I remind myself when marketing feels uncomfortable: The skills that make you a good therapist—empathy, clear communication, authentic connection—are exactly the same skills that make for effective marketing.
You don’t need to become someone else to grow your practice. You just need to let more people know that you’re there, ready to help, in the ways that you already know how.
Start small. Be yourself. Trust that the clients who need your specific gifts will recognize them when they see them. Whether you're writing a blog post, optimizing your website, or building community relationships, effective marketing for therapists is all about being seen, being helpful, and being you.
What small step will you take this week to become more visible to the people who need you?
